Digital Relationship Marketing Strategies of Medical Tourism Entities

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Author(s): Liudmyla A. Bovsh (State University of Trade and Economics, Ukraine), Larysa M. Hopkalo (National University of Life and Environmental Sciences of Ukraine, Ukraine)and Alla M. Rasulova (State University of Trade and Economics, Ukraine)
Copyright: 2023
Pages: 18
Source title: Integrating Digital Health Strategies for Effective Administration
Source Author(s)/Editor(s): Ahmed Chemseddine Bouarar (University of Medea, Algeria), Kamel Mouloudj (University of Medea, Algeria)and Dachel Martínez Asanza (University of Medical Sciences of Havana, Cuba)
DOI: 10.4018/978-1-6684-8337-4.ch008

Keywords: Business Science Reference / Health Information Systems / Healthcare Administration / Medicine & Healthcare

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Abstract

The purpose of the study was to develop a priori perspectives and practical experience of implementing digital marketing strategies of medical tourism subjects. At the same time, communication systems (channels, means, tools) were subject to analysis and digital systems and technologies for providing medical services (techniques, AI-based technologies, etc.) and facility management. The system of digital communications, the nodal channels of the medical product, which are informationally connected in the distribution system, are defined: B2B (medical and tourist companies), B2C (product implementation through other distribution channels), C2C (communication between consumers, in particular opinion leaders, people with successful medical results, etc.). The considered direct distribution channels (B2C) are key drivers of medical product strategy, which should become a priority in the development of state programs for the development of tourism and support for medicine and investment goals for the development and implementation of medical innovations.

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Digital Relationship Marketing Strategies of Medical Tourism Entities

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